| Promoting Through Perspiration
Much of modern promotion within the organized church is focused on the principle of invitation. Because we are facility-based, and most of our activities take place at or near the church campus, we have streamlined our promotional efforts to get people to come to us, versus us going out to them.
This is a generalization, but we can see it played out throughout the United States. Though there are a few exceptions, the notion that our primary promotional goal as the organized church is to get non-believers to come and "try us out" is by far the prevailing thinking.
The weakness in the principle of invitation is that, having no prior knowledge of the church, and possibly some adverse feelings toward the church as judgemental or unaccepting, most non-believers must be hand-held to the point of coersion to accept such an invitation--especially if it is given in a mass media form. Simply put, a broad and constant call to "come worship with us this Sunday" just doesn't cut it.
The principle of perspiration. A more effective means of promotion is through acts of service to others within the larger community. By this I mean the church should put its promotional resources toward helping others. This assistance can take on a wide variety of forms, and will have far-reaching effects, beyond anything we could accomplish by standing no further away than our own front door with a "come on in" attitude.
The example and command of Christ and His Apostles toward service saturates the New Testament. Jesus Himself said "...the Son of mandid not come to be served, but to serve, and to give His life as a random for many" (Matthew 20:28). Beyond His life, this principle extends to many commands directed at the church. For example we are told:
- To let everyone see our good deeds so they may glorify God in heaven (Matthew 5:16).
- To love and serve our enemies (Luke 6:31-35).
- It is more blessed to give than receive (Acts 20:35).
- To do good to all people (Galathians 6:9-10).
- We were created in Christ Jesus to do good works (Ephesians 2:10).
- To be rich in good deeds, and to be generous and willing to share (1 Timothy 6:17-19).
- To engage in good deeds (Titus 3:8).
- To be eager to do what is good (Titus 2:11-14 and 1 Peter 3:13).
- To spur one another on toward love and good deeds (Hebrews 10:24).
Obviously acts of service are to be central component of the life of a Christ-follower. We also cannot ignore how Jesus' and the Apostles' connection with individuals in the New Testament were often preceeded or involving an act of service.
Think about these example scenarious for connection:
- After school tutoring program. Church members volunteer in cooperation with local schools to offer an after school tutoring program for students who need extra help in math, english and history. Students are connected to Christian parents, who have the opportunity to form relationships with them as they teach. Parents may then connect these students with students at the church, leading to possible involvement in ongoing youth ministry events and activities. They can also make a connection with the parents of the students they tutor.
- Community sports program. As an alternative to the popular Upward sports program, church members instead volunteer to coach and lead sports programs at their local community center, where they connect with parents and children from local schools. The church puts resources into scholarships for children who could not otherwise afford sports programs--even community programs these days typically cost over $100 for participation.
- Community cleanup Saturdays. The church contacts the local civic leadership and volunteers to send laborors to an area park, neighborhood or even an unsightly lot or abandoned building for cleanup on a weekend. The community uses this free labor to improve its image to passers-by. The volunteers take the opportunity while working to connect with nearby neighbors and businesses, passing out free gift baskets and volunteering prayer for any needs these individuals may have.
- Community clothes closet or kitchen. The church collects gently used clothes, canned goods or other non-perishable supplies and in cooperation with area charities for the poor, distributes these items on a regular basis. On holidays, volunteers from the church provide meals in conjunction with shelters and nursing homes to those who are less fortunate or are homebound.
What does all this accomplish? You could likely take these examples and build dozens more ideas from them. How, then, does this promote the church? We see in these examples precisely an imitation of Christ. Throughout the gospels Jesus met the needs of individuals even as He taught and preached. By putting in a little elbow grease, the church of today can realize the key to effectively promoting itself to the non-Christian world--personal connection.
 For Further Reading On This Topic...
> Click for more books and periodicals on serving (involvement).
About the Author. Eugene Mason has more than two decades of experience in ministry communications and technologies. More...
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